Jules Lund, founder of TRIBE and former Channel 9 Getaway host cuts through the BS to reveal actionable insights in his speaker session at Travel DAZE. Here is an insight into what’s on offers at his rapid-fire session.
What will your session be about at Travel DAZE Exec?
JL It’s designed to get the creative juices flowing. As we know, our brand is no longer what we say it is, it’s what our consumers say it is to each other. This is particularly true of travel. We’ve always been influenced by those who’ve ventured ahead and excitedly brought to life their travel adventure in a raw and compelling way. This was all I did for 10 years as a travel reporter on Channel 9’s Getaway. Luckily these days you don’t need a $150,000 camera to shoot the content and a television network to broadcast it. You do, however, need to venture deep into the heart of social media to find the hidden gems… The trends that can become a gust of wind to propel you past your competitors. That’s what my session’s about at Travel DAZE. I’ll showcase the most valuable 2024 social hacks your team can understand, own and easily exploit.
What does it mean to you to be a speaker at Travel DAZE Exec 2024?
JL I can’t begin to express how much travel means to me. In my teens I backpacked through 16 countries filming my adventures on a handy cam before getting the gig on Getaway. I now take my family on adventures at every opportunity. And yep, still filming. So, Travel DAZE is the perfect blend of my two biggest passions; travel and content. With continued social media growth, travel marketing is more about authentic storytelling than it’s ever been. And with this event having some of the most innovative minds in travel in attendance, I’m excited at where their brains go with some of the concepts we’ll uncover.
Tell us about a trend you think will shape the future of travel.
JL Social Search Optimisation. No one seems to be capitalising on this! If you were to type ‘cheap travel insurance’ into Google – what appears? Pages and pages of insurance advertisers spending thousands on that term, followed by brands who’ve spent millions on SEO to appear on page 1. But what happens if you type ‘cheap travel insurance’ into TikTok or Reels? What do you get? White space. Yet 1 in 3 younger users now type queries in social apps rather than search engines. So, before the world catches on, Social Search is an untapped opportunity to populate these platforms with engaging video answers to the most searched queries in your category. You don’t even need creators. Your staff could simply present to camera “Here’s how to get cheap travel insurance for students” and then at the end, direct them to your website. No brainer.
What is one thing you would want our audience to take away from your session?
JL Authenticity is the name of the game. In today’s world, people are craving genuine connections more than ever. Flashy ads and sponsored content just don’t cut it anymore. What really hits home with audiences is the real, down-to-earth stuff. Just compare Cristiano Ronaldo – the most followed person on Instagram, to Khaby Lame – an ex-factory worker whose infectious authenticity has earned him the same badge on TikTok. Rather than aspirational celebrities, influence is now eye-level. Ryanair is the prime example. These guys have truly mastered the art of authenticity. Instead of shying away from criticism, they lean into it, turning those moments into gold on TikTok. They engage directly with their audience in a way that’s relatable and downright hilarious.
@lufthansa Sing along with our Purser Tom and his Sparkulele to his welcome song that you might already know from his duet with @Michael Bublé 🎤🎶 tag us in your version of Toms song! We are exited to hear you sing! #lufthansa #michaelbublé #singalong
What is an initiative that is being implemented within your organisation that you are proud of in relation to your session topic?
JL TRIBE Unlocked. It’s one of our flagship solutions helping brands unlock the creativity of their own team members. For example, Lufthansa don’t just come up with brilliant marketing ideas in a boardroom. Nope, they’ve tapped into the talents of their own staff by putting out a call and inviting their employees to share their creative sparks. And now you have a brilliant video of Thomas from the cabin crew singing a travel ditty while playing his Sparkulele. Even Michael Buble loved it so much he celebrated Thomas on one of his flights. BWS is another innovative brand who’ve built an Employee Creator program with a bunch of talented Store Associates. Not only is their engagement off the hook, but they’ve found a way to humanise their brand and lift employee engagement to unprecedented levels. It just makes sense. Afterall, no one is more qualified to promote your brand than those already doing it for a living.
You can hear from Lund and more at Travel DAZE Exec. Buy your tickets HERE.
Travel DAZE Exec is Australia’s leading forum for the most influential minds in the industry. Tackling an array of hot-button issues, Travel DAZE Exec brings together leading names to look at how we can propel the industry forward.
You’ll have the chance to hear from award-winning journalists, travel industry pioneers, authors, public figures, influencers, entrepreneurs, musicians, artists, and much more.
